Sitecore®, a global leader in digital experience management software, announced the launch of Sitecore® Content Marketing Platform (CMP).
The stand-alone technology will improve the efficiency of marketers by merging strategic and project planning with content creation, management, and analysis into one unified platform. The new offering is a lifeline to marketers who have been increasingly overwhelmed by growing demands for fresh and targeted content for the right channel at the right time.
Effective personalisation is contingent on both customer data and relevant content to match the needs of target audiences. “Gartner predicts that, by 2020, 90 per cent of brands will practise at least one form of marketing personalisation, but content, not data, will be the bottleneck and primary cause of failure”1. This bottleneck can be attributed to the modern-day content crisis as operational breaches are getting in the way of a steady pipeline of content, while also wasting a great deal of marketing resources. Some of these barriers include disjointed technology stacks, ineffective collaboration, poor performance visibility, and the sheer volume of content needed to personalise the customer journey.
“Personalized content is the best catalyst for meeting and exceeding business objectives because it helps support the customer journey and ushers customers down the path to purchase,” said Paige O’ Neill, chief marketing officer of Sitecore. “The release of Sitecore Content Marketing Platform will give marketers a unified and collaborative platform to boost the speed, scale, and impact of content marketing, leading to more sales and better ROI.”
Sitecore CMP eliminates silos in the content production process, giving marketers the ability to:
- Effectively plan, manage, and collaborate on content strategy – content is always ready when and where needed, by visualising gaps in availability, then proactively prioritising content production where it’s needed.
- Streamline production by orchestrating many simultaneous task streams of different content stakeholders – collaborate easily through a unified environment to quickly determine and resolve production bottlenecks, with visibility across the entire digital marketing workflow, to ensure on-time content delivery at scale.
- Optimise content usage and distribution to target audiences across channels – easily meet and exceed the demand for high-volume content production needed for personalisation at scale – across all channels and devices.
Fully integrated with Sitecore® Experience Platform™, Sitecore CMP makes content automatically available in the web content management system, where it can be easily applied to build personalised experiences across channels and touchpoints. As a result, users no longer need to manually copy-and-paste, and the system provides data about content usage and engagement back to the CMP.